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Some companies don’t want their workers talking about them on Twitter and Facebook. Other companies would love for their workers to talk them up on Twitter and Facebook — if they’re saying the right things.

Dynamic Signal says it can make money by helping companies turn their employees into social media promoters. The company has raised a $12 million C round, led by new investor Rembrandt Venture Partners; previous investors, including Venrock and Time Warner, who had put in more than $21 million, are back as well.

Dynamic Signal used to focus on helping brands convert their customers and fans into online advocates. But in the last year or so it decided that there’s even more opportunity in putting people who are already working for the company to work online, too.

The theory: If Company X posts something on Facebook, it may not have much weight. But if Company X’s employees post something … well, that could be an “untapped organic marketing channel,” Dynamic Signal’s promotional video explains:

So Dynamic Signal provides software that helps encourage employees to chat up their employers online, tracks what they say and suggests stuff they ought to share. If all of that sounds like help you don’t need, then you may be someone like me, who already considers tweeting part of my job, and would find it weird if I were taking Twitter cues from Kara Swisher. (Hi Kara!)

Then again, I have the same reaction to many of the companies in the “content marketing” business. They’re  trying to help brands navigate social media by helping them think up and deploy “earned media” campaigns on Facebook, Instagram and the like. And that industry seems to be booming.

And, as it turns out, Dynamic Signal thinks it should be in the content marketing business, too. It has acquired Paper Share, a content marketing startup, for an undisclosed amount.



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